POIM has built a sales2.0 sales system called Results Based Sales (RBS) that is built on the foundation of the continuous process of collecting and analyzing sales data to compare how well sales initiatives are being implemented against the expected results. RBS has multiple components that are tailored to the requirements of an organization’s needs, one aspect of RBS that is consistent across these requirements is to build a naming structure for the subject line title within events, activities and tasks in your CRM product.
RBS is the systematic collection and analysis of evidence on the outcomes of sales programs to make judgments about their relevance and performance, and to examine alternative ways to deliver them or to achieve the same results. Evaluation plays a key role in ensuring the value for money of its sales programs. Building a naming convention for “Log a Call, New Task and New Event” allows management to build reports allowing them to measure outcomes of the phone and email activity within a sales project. Listed below is an example of Results Based Sales and how to use the subject line in an activity to measure results.
POIM has worked with several companies that are in the hunt mode and focused on new customer acquisition. Using the RBS system we use a process (account normalization, market model, high value territory build) to help identify a group of companies we consider high value accounts; we refer to this grouping of companies as a campaign. The goal is to measure the success of a high volume call activity into the accounts within the campaign. In order to measure the calls we build a naming structure to be used in the subject line when logging a call, creating an activity and new event.
Listed below is an example of the subject line content and how it is used to measure the results of the activity.
Call – used to measure the first call made to a contact within an account. We want to measure that we have contacted all the accounts in the account.
Follow-up – we estimate that the connect rate is 12%; as a result reps need to make a large amount of follow-up calls in order to connect to a high value account. This is a key indicator for the total amount of calls made in a campaign.
Connect – used to measure how many connections are made in a call campaign. We estimate that 50% of the connects will move to interested and 50% not interested.
Conversation – used to measure the amount of conversations required to move a connect to opportunity and close.
Not Interested – used to measure how many connects that do not progress to an opportunity.
Having reps use the standard subject lines does not add additional work and builds a structure that will allow for detailed reporting of activity against a call campaign into high value accounts.